This single ad utilizes both sides of a newspaper page. By using the technique of tearing the page we effectively illustrate a dilemma our potential consumers have faced and offer a solution to it. The newspaper becomes more that just a vehicle for the ad, the torn page is the ad. Newspaper was chosen because it is a mobile medium, and therefore relevant to people with upset stomachs. The media and the message work together seamlessly, delivering a very simple message with a great deal of impact.

In our experience, this type of execution generates a great deal of interest and word-of-mouth from consumers when it runs. It also provides Procter and Gamble with some strategic PR, generated by letters to the newspaper and commentaries in media and marketing publications.